Knight Soul of the Community 2008 Overall Report

Soul of the CommunityPresentation to the Program DirectorsJune 9, 2008

Gallup Consulting

Gallup Consulting2

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Methodology

RDD sample of households in each of 26 Knight Foundation Communities U.S. Census geography - Core-Based-Statistical Areas

Larger communities were generally Metropolitan Statistical Areas (MSAs), smaller areas were Micropolitan Statistical Areas (SAs)

Long Beach, CA was defined by zips as the city of Long Beach

15 minute telephone interview with randomly identified adult 18+ Interviewing dates February 1, through April 27, 2008 About 400 completed interviews per community

Over sample of 1,500 interviews in San Jose, Philadelphia and Miami

Data were weighted in each community to reflect U.S. adult population by age, gender, race and ethnicity. Communities were put into their correct proportion based on total adult population

Due to variances in the question scales, most data were rescaled to a 3-point scale for comparability (low, medium, high). A description of the specific items and the rescaled values can be found in the Appendix.



Knight Community Comparison Groups

5 comparison groups were created among the 26 Knight Foundation communities based on their urbanicity (as defined by the US Census) and relative adult population size.

Goal of creating groups is for comparisons of cities within groups (rather than across group comparisons)

1Very Large Population-

Very High Urban Detroit, MI; Philadelphia, PA; Miami, FL2 Large Population-Very

High Urban St. Paul, MN; San Jose, CA; Palm Beach, FL; Charlotte, NC3 Medium Population-

Very High Urban Bradenton, FL; Akron, OH; Gary, IN; Long Beach, CA; Boulder, CO4 Medium Population-

High UrbanColumbia, SC; Wichita, KS; Lexington, KY; Tallahassee, FL;

Columbus, GA

5Medium/Low

Population-Medium/Low Urban

Fort Wayne, IN; Duluth, MN; Macon, GA; Biloxi, MS; Grand Forks, ND; Myrtle Beach, SC; State College, PA; Milledgeville, GA; Aberdeen, SD

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Community Citizen Engagement

CCE = Loyalty + Passion

Connectedness


Community Citizen Engagement (CCE) is comprised of two constructs: Attitudinal Loyalty to the community and their Passion for it. Each has equal weight in overall Engagement. The CCE metric is a mean score ranging from 1.00 to 5.00.

+= AttitudinalLoyalty

Community Citizen

EngagementPassion

Community Citizen Engagement is an individuals psychological connection with the community. It goes beyond just their satisfaction with the community and extends to the passion and pride they take in living there.

+


Community Citizen Engagement Groups

Highly loyal and connected to the community(CCE Mean 4.50+)

Lack full loyalty and passion but see some positive aspects of community(CCE Mean 3.50-4.49)

Unhappy with the community, its services and offerings and likely to leave if they can (CCE Mean

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GDP Change and Adult Population Growth by Proportion of Citizens within the Community Engaged

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Engagement Matters to Knight Communities

CCE Engaged Correlation to GDP group=.337;correlation to Population Group =.111


Community Citizen Engagement by Community


Huge range in community citizen engagement, both within and across Knight Groups Myrtle Beach is Most Engaged Knight community, Gary is Least Engaged

Very Large Pop -Very High Urban

Large Pop - Very High Urban

Medium Pop Very High Urban

Medium Pop High Urban

Low/Medium Pop Low/Medium Urban

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Positive Future Outlook is Related to Engagement

Citizens who feel their community will be a much better place to live in 5 years are much more likely to be engaged. Even more so for key early- to mid-career segment.

14%

36%

65%

7%

29%

64%

0% 20% 40% 60% 80% 100%

Will be worse

Will be Somewhat

better

Will be Much Better

25-44 Year OldsTotal Adults

% Engaged

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Vocalize/promote future efforts & goals. Host seminars on area vision. Involve citizens to plan, drive & share visions.9


Basic Services y Leadership y Education y Safety y Social Offerings y

Aesthetics y Economy

COMMUNITY OFFERINGS

INVOLVEMENTSOCIAL CAPITAL

OPENNESS

SATISFACTION

OUTLOOK

RECOMMEND

PRIDE

PERFECTPLACE

Community Engagement Model

The goal is increased Community Citizen Engagement. The Domains are the levers to move to improve CCE. Drive down from higher-level constructs to specific aspects.

CCE Domains(Outcome) (Levers)

(Loyalty) (Passion)


Strengths-Weakness Opportunity Map

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StrengthCritical Opportunity

Improving perceptions of community leadership, economic outlook and openness to others will have the greatest impact on driving citizen engagement in Knight Communities.


Correlation: the association or relationship between variables. A positive correlation means that as one increases, the other increases as well. A 1.0 indicates a perfect correlation


Q: So What Can Community Leaders Do to Drive Community Citizen Engagement?

A: Focus on Key Sub-Groups

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Several Examples of Sub-Groups Where Actions Could be Focused


Next to Laid Off Residents, Students are Least Engaged

13 Copyright 2008 Gallup, Inc. All rights reserved.


While Educational Opportunities May Draw Students-Communities Need to Focus on Keeping Them

Connect students with businesses while in school thru internships, community ties, problem solving, etc.

Copyright 2008 Gallup, Inc. All rights reserved.14

Good schools is a relative strength for most communities, but once they partake of the educational opportunities, many students plan to leave the state.


High Job Satisfaction Plays Role in Community Engagement

Work with bz. to learn how to better engage employees. E.g. host seminar on engaging employees, job swapping by local business, etc.

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15Copyright 2008 Gallup, Inc. All rights reserved.

The more satisfied employed adults are with their current company, the more likely they are to be engaged in their community.


Communities have Opportunity to Engage Newer CitizensLifelong residents are significantly less Engaged than shorter-term residents, particularly in the largest urban communities may feel didnt have outside opportunities. But new residents arent yet connected.

Engage residents when first move to the area. Leaders contact new residents with personal invite to get involved.



Early- to Mid-Career Age Citizens are Least Engaged in their CommunitiesWhile college-age adults are reasonably engaged, those in the prime of their working years -those with the most options for jobs - are generally disengaged in their communities.

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Find opportunities to connect early- mid-career hires into community through events, sponsorships and volunteering.


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Correlations to Engaged Citizens

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Key Drivers of Knight Community Engagement

Leadership

Social Offerings

Economy

Openness

Involvement


Social Capital

Aesthetics

Safety

Basic Services

Education

0.530

0.512

0.492

0.466

0.412

0.408

0.408

0.216

0.136

0.058


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Correlations to Engaged Citizens-Students

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Leadership

Social Offerings

Economy

Openness

Involvement


Social Capital

Aesthetics

Safety

Basic Services

Education


Economy is key for students.

0.594

0.527

0.512

0.495

0.425

0.418

0.415

0.400

0.082

0.032

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Correlations to Engaged Citizens Residents Age 25-44

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Leadership

Social Offerings

Economy

Openness

Involvement


Social Capital

Aesthetics

Safety

Basic Services

Education


Social offerings and openness most influences 25-44 year olds.

0.535

0.520

0.502

0.464

0.451

0.421

0.381

0.251

0.146

0.044


Summary

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Community Citizen Engagement (CCE) links to community GDP, and matters to community prosperity.

Each community has different strengths that can be promoted and weaknesses that can be addressed.

There are specific, tactical actions that can be taken to address CCE opportunities.



Summary - CCE

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Overall, 25% of citizens are Engaged with the Knight Community in which they live; 41% are Not Engaged

Top quartile communities for CCE: Myrtle Beach, SC Long Beach, CA State College, PA Biloxi, MS Duluth, MN San Jose, CA


Bottom quartile communities for CCE:

Gary, IN Detroit, MI Akron, OH Miami, FL Philadelphia, PA Fort Wayne, IN


Example Key Focus Areas and Potential Actions


New residents not engaged/connected Make personal connection and ask for their involvement

Employed adults the more satisfied at work, the more engaged in the community Focus on assisting businesses in driving satisfaction and

engagement with current company Students currently not engaged/connected Have business and community involve them in meaningful

ways while they are there to retain them Optimism positive outlook for the future is related to

current engagement Focus leadership and media on messaging/promotion and

citizen involvement in the future vision

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6/9/2008 12/31/2008

7/15/2008Communications Firm Receives Priorities

8/5/2008MEDIA LAUNCH

8/11/2008 - 12/31/2008PD Identify/Support Community Responses with Katherine & Communications Firm

7/9/2008PD & Katherine Review Data to Determine Community Priorities

7/6/2008Gallup Delivers Final Data & Scorecard

6/15/2008Katherine Starts Review of Data

6/11/2008First Cut of Data

6/17/2008PD Talk to CAC

Detailed Timeline of Next Steps


Appendix

25

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Question/Reporting Scales


Construct Q numberQuestion wording Original Scale Low Medium HighCOMMUNITY LOYALTY

Q1Overall Satisfaction with Community 5-point satisfaction 1-3 4 5

Q2Likely to recommend community to others 5-point likelihood 1-3 4 5

Q6aOutlook for community 5 years from now

3-point better/same/worse

PASSIONQ3-b Perfect community for me 5-point agreement 1-3 4 5Q3-a Proud to live in community 5-point agreement 1-3 4 5


COMMUNITY OFFERINGSBasic Services Q7-c Highways and freeway system 5-point very good to very bad 1-3 4 5

Q7-K Availability of quality healthcare 5-point very good to very bad 1-3 4 5Q7-D Affordable housing 5-point very good to very bad 1-3 4 5

Leadership Q15a-B Leaders share my views 5-point agreement 1-3 4 5Q7-L Leadership of elected officials 5-point very good to very bad 1-3 4 5

Education Q7-F Quality of public schools (K-12) 5-point very good to very bad 1-3 4 5

Q7-GQuality of colleges and universities 5-point very good to very bad 1-3 4 5

Safety Q19 Low crime 5-point high to low 1-3 4 5

Q18Safe to walk within 1 mile of home

5-point completely safe to not at all safe 1-3 4 5

Aesthetics Q7-A Parks, playgrounds and trails 5-point very good to very bad 1-3 4 5Q7-B Physical beauty of the place 5-point very good to very bad 1-3 4 5

Economy Q9 Economic conditions 5-point very good to very bad 1-3 4 5Q10 Economy getting better 3-point better/same/worse worse same betterQ7-E Availability of job opportunities 5-point very good to very bad 1-3 4 5Q14 Company hiring momentum 3-point hiring/no change/letting go worse same betterQ15a-B Job provides income needed 5-point agreement 1-3 4 5Q1a-A A good time to find a job 5-point agreement 1-3 4 5

Question/Reporting Scales-ContinuedConstruct Q number Question wording Original Scale Low Medium High

Social Offerings Q7-H Vibrant night life 5-point very good to very bad 1-3 4 5Q7-I Good place to meet people 5-point very good to very bad 1-3 4 5Q7-M Others care about each other 5-point very good to very bad 1-3 4 5


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Question/Reporting Scales-Continued


Construct Q number Question wording Original Scale Low Medium HighCOMMUNITY INVOLVEMENT

Q22-A Volunteer 2-point yes/no no yesQ22-B Voted in local election 2-point yes/no no yesQ22-C Attend local community meetings 2-point yes/no no yes

Q22-DWork with residents to make change 2-point yes/no no yes

OPENNESSQ8-C Good plae for older people 5-point very good to very bad 1-3 4 5

Q8-DGoodplace for racial and ethnic minorities 5-point very good to very bad 1-3 4 5

Q8-E Good place for families w/ kids 5-point very good to very bad 1-3 4 5Q8-A Good place for gays/lesbians 5-point very good to very bad 1-3 4 5

Q8-BGood place for talented college graduates 5-point very good to very bad 1-3 4 5

SOCIAL CAPITAL

Q23Belong to formal/informal groups/clubs 8-point 0 to 7+ groups 0 1-2 3+

Q26 Spend time with neighbors7-point never to about every day

Once year or

less

Several times

wk/dailyQ24 Close friends in the community 6-point none to all 1-2 3-5 6+Q25 Family in area 6-point none to all 1-2 3-5 6+

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Our Communities

Aberdeen, SD Akron, OH Biloxi, MS Boulder, CO Bradenton, FL Charlotte. NC Columbia, SC Columbus, GA Detroit, MI Duluth, MN Fort Wayne, IN Gary, IN

Grand Forks, ND Lexington, KY Long Beach, CA Macon, GA Miami, FL* Milledgeville, GA Myrtle Beach, FL Palm Beach, FL Philadelphia, PA* San Jose, CA* St. Paul, MN State College, PA Tallahassee, FL Wichita, KS

* Oversampled communities



Why Community Citizen Engagement?

Engaged citizens within a community are inspired by the community around them. Connected citizens are engaged citizens in many aspects of community life. As a result, the community is a better place to live, which helps to grow and sustain citizen positivity and engagement to the community. There is a reciprocal relationship where they put energy into the system and the system gives back the energy.

Communities with higher levels of community citizen engagement have stronger desired outcomes such as higher GDP growth and population growth.

There are specific factors which drive community citizen engagement that can be acted upon by community and business leaders to improve the engagement of the community.


Key TermsCommunity Citizen Engagement (CCE) an individuals psychological connection with the community. It goes beyond just their satisfaction with the community and extends to the passion and pride they take in living there. Community Citizen Engagement (CCE) is comprised of two constructs: Attitudinal Loyalty to the community and their Passion for it.Attitudinal Loyalty the overall contentment of citizens with their community, their likelihood to stay and to recommend the community to others.Passion the pride and enthusiasm citizens have towards their community, and their place in it.Domains constructs or aspects of the community which drive overall CCE and can be impacted through local-level initiatives. There are 4 main Domains and 7 Sub-Domains.

Community Offerings the structural, physical and social offerings a community presents. Social Capital the people-connections citizens have to each other. Openness how welcoming the community is to different types of people.Involvement what residents give to the community in terms of civic involvement.Basic Services infrastructure supports such as highways, housing and healthcare.Economy local economic and employment conditions.Safety local area crime and safety conditions.Leadership the leadership and alignment of views of elected officials with citizens.Education quality of K-12 and colleges/universities in the community.Aesthetics physical beauty and availability of parks and green spaces for residents.Social Offerings- entertainment infrastructure for people to meet each other, and citizen caring.

Main Domains

Sub-Domains ofCommunityOfferings


Attitudinal Loyalty


Attitudinal Loyalty measures the overall contentment of citizens with their community, their outlook for the communitys future and likelihood to recommend the community to others.


Passion

Passion describes the pride and enthusiasm citizens have towards their community, and their place in it.


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Community Domains

Basic Services y Leadership y Education y Safety y Social Offerings y

Aesthetics y Economy

COMMUNITY OFFERINGS

INVOLVEMENTSOCIAL CAPITAL

OPENNESS


Gallup identified four key domains and 7 sub-domains related to community engagement. These domains identify aspects of the community which drive engagement and can be impacted through local-level initiatives by community leaders and businesses. The base is Community Offerings the basic factors without which citizens cannot thrive. Social Capital measures the people-connections citizens have to each other. Openness measures how welcoming the community is to different types of people. Involvement measures what the residents give to the community in terms of civic involvement.

Gallup Consulting35 Copyright 2008 Gallup, Inc. All rights reserved.

Knight Community Comparison to US Overall

Knight Communities are seen as being more open than the US overall, but Basic Services (roads, hospitals, housing) and Aesthetics are viewed less favorably. Economy is also seen as much worse- but may be due to timing differences.

NOTE: Total US results from Gallup Panel data 2007. Data not available for all KF constructs/Domains.

Soul of the CommunityCopyright StandardsMethodologyKnight Community Comparison GroupsCommunity Citizen EngagementCommunity Citizen Engagement GroupsEngagement Matters to Knight CommunitiesCommunity Citizen Engagement by CommunityPositive Future Outlook is Related to EngagementCommunity Engagement ModelStrengths-Weakness Opportunity MapQ:So What Can Community Leaders Do to Drive Community Citizen Engagement?A:Focus on Key Sub-GroupsNext to Laid Off Residents, Students are Least EngagedWhile Educational Opportunities May Draw Students- Communities Need to Focus on Keeping ThemHigh Job Satisfaction Plays Role in Community EngagementSlide Number 16Slide Number 17Key Drivers of Knight Community EngagementKey Drivers of Knight Community EngagementKey Drivers of Knight Community EngagementSummary Summary - CCEExample Key Focus Areas and Potential ActionsDetailed Timeline of Next StepsAppendixQuestion/Reporting ScalesSlide Number 27Question/Reporting Scales-ContinuedOur CommunitiesWhy Community Citizen Engagement?Key TermsAttitudinal LoyaltyPassionCommunity DomainsKnight Community Comparison to US Overall

Knight Soul of the Community 2008 Overall Report

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